Post on 07-Apr-2018
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Presented By:
Group 2
Group 4
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�Only Minerals and metals Trading Corporation of India and SBI allowed to import gold
� Investment source
� Less Retail jewellery outlets� Designed in traditional Indian style� Fabricated mainly in 18 , 22, 24 carat gold� 18 carat gold was considered to be of low quality� Buyer had faith in his jeweller who catered to
local taste
TRANSITION PHASE
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� Witnessed shift in consumer perception
Investment Aesthetic appeal
�
Trendy, affordable and light weight jewellery gainedmomentum
� Large export houses were allowed to import gold freely
� Younger generation looked for trendy design and
avoided traditional heavy designs
� Consumer wanted wider selection at a singleconvenient location
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�Consumer was willing to experiment
with designs
�
Increase in the no of designers fromdesign schools eg:NIFT
All This led to Proliferation of BRANDED
JEWELLERY PLAYERS
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Private investors Foreign Investors
Gilli
TanishqCarbon
Oyzterbay
Trendsmith
DeBeers
Tiff any
Cartiers
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STRATEGIES
FOR
WOOING CUSTOMER
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�Brand name for the jewellery division of Titan Industries Ltd
�Launched in 1995�W
as the Trendsetter�Started with 18 carat but soon expanded to22 and 24 carat ornament
� Initially started selling through multibrandstores
� In 1998 it opened its own chain of retailshowroom
�Market Share = 27% of branded jewellerymarket
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�Brand Building Strategy
i. Differentiation (through Designs)
ii. Build trust (by educatingcustomers)
� Focused on quality control to stay ahead
of local competition and introduced
caratmeters� USP was purity of its gold
� Focused on urban and rural markets
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�Launched in 1996 by Bangalore basedPeakok Jewellery Pvt Ltd
�Laid emphasis on design�
In 2002 it launched its ́ Sun Signµ Collection�Started selling throughi. multibrand retail outletsii. internet� Carbon items were impulse purchase
� Focused on minimizing loss of gold whilemanufacturing by adopting JapaneseKaizen approach
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�Targeted well paid urban professionals
falling between 24-38 years
�
Its cost was fixed
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� Launched in March 2001 and founded by VasantNangia & his team
� Tag Line ́ Jewellery for the livingµ� USP was its simple but stylish and affordable
jewellery� Market Share = 1.7% of branded jewellery market� Initially was positioned to the modern young
women(18-24 years old)� Later on transformed from youth brand to brand for
all occasions like office wear ,evening wear or fitnesssession
� Targeted middle aged and affluent housewives� Constantly bring in change in their designs to offer
exclusive products
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� Launched in 1994 by Gitanjali jewels as a distinctbrand
� Its designs combined Indian andWestern styles� Focused on Contemporary Indian women ( 15-30
years)� Market Share = 1.4% of branded jewellery� Sales were throughi. Multibrand storesii. Mail order Catalogue� The only brand focussed on teenagers by
promotional campaigns in colleges,customizing products for occasions like Valentines day
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�Branded jewellery players will face
tough competition from local traditional
players�They need to have strategies to
differentiate themselves with designs to
sustain in the market
�Focus on their advertisements and astutesalesmanship to lure the loyal customers
of traditional players